The ASA’s Scam Ad Alert system provides a way for anyone to quickly and easily report suspicious paid-for ads online.

We use reports to send Scam Ad Alerts to social media platforms, ad networks and other industry partners in the UK, so they can remove scam ads and help stop similar ads appearing.

If you’ve seen a paid-for online ad that you think might be a scam, use our scam ad reporting form to tell us about it.

If you have seen a suspected scam somewhere else online then our FAQs below can help you identify who to report it to. Reporting a scam to us or other bodies helps prevents other people  from falling victim to scams and may help stop criminal activity.

Scam Ad Alert FAQs

What kind of scams should I report to the ASA?

We encourage reports about any suspected online scam ads in paid-for space, such as ads on newspaper websites, paid search ads or ads on social media.

A scam ad usually tries to trick people into giving personal details or paying money, often by pretending to be a trusted company, public figure, news source or website. 

When reporting, please provide a link (URL) to the website where the ad was seen, and the website the ad leads to. Please also submit screenshots of the scam ad(s) if available. 

If you see an ad you think is misleading but does not appear to be a scam, or it appeared somewhere other than paid-for online space, such as a company's own website or a print ad in a newspaper or magazine, or a TV ad, please use our make a complaint page instead.

You might also be able to report an advert when you see it. For example, Google, Facebook and Instagram let you tell them about scam ads. If you've done this, you can still then report to us so we can share details of the scam with others.

Which scam ads can the ASA act on?

Examples of suspected online scam ads in paid-for space that the ASA may be able to act on include:

  • fake celebrity news, such as reporting a celebrity has been assaulted or has died when that is not true, or links through to websites making these claims. 

  • false celebrity endorsements, such as claiming a celebrity made their money through cryptocurrencies such as Bitcoin and is encouraging others to do the same, or links through to websites making these claims. 

  • ads offering an expensive product at an implausibly low price. 

  • ads for weight loss products, such as keto supplements, that make unrealistic weight loss claims or claim to have featured on programmes like Dragon's Den. 

What does the Scam Ad Alert system do?

Reporting a scam ad can help protect others and support efforts to tackle online fraud.

We use reports to send Scam Ad Alerts to social media platforms, ad networks and other industry partners in the UK. These alerts help partners remove scam ads and identify similar ones. Reports made through our reporting form are also automatically shared with the National Cyber Security Centre (NCSC).

The Scam Ad Alert system complements work by online platforms, regulators and law enforcement to tackle scam ads and other online fraud. It cannot eradicate scam ads on its own, but working with these partners can help reduce fraudulent ads in paid-for online space and better protect consumers.

How many scam ad reports do you receive and what happens to them?

In 2025, we received 2,589 reports of potential scams via our reporting form. As a result, 169 Scam Ad Alerts were sent to platforms to remove ads and act on the intelligence provided.

You can find out more in our most recent update on numbers and trends.

Where can I report a suspicious email or text message?

If you’ve received a suspicious email, forward it to [email protected] to help stop criminal activity and prevent others from falling victim to scams.

Forward suspicious text messages to 7726 free of charge. To report a scam call, forward the phone number to 7726.

Your provider can investigate and may block or ban the sender.

Where can I report an ad for a product making exaggerated or unscientific claims?

It’s unlikely that we will consider this an obvious scam for the purposes of our Scam Ad Alert system. Please report the ad to us via our usual Complaints Form and we will assess it.

Where can I report a scam website?

The ASA can only deal with scams where they appear in paid-for ad space online. However, if you arrived at the suspected scam website via an ad then please report the details of the ad to us via our Reporting Form.

What should I do if I’ve been scammed?

Contact your bank

If you’ve lost money or you think a fraudster has access to your bank account, tell your bank or payment service provider as soon as possible, so they can protect your account and help you get your money back. 

Report Fraud

Report Fraud is the national reporting centre for cyber crime and fraud in England, Wales and Norther Ireland. Tell the police about fraud at www.reportfraud.police.uk or by calling 0300 123 2040. 

Report to Police Scotland

In Scotland, all reports of fraud and any other financial crime should be reported to Police Scotland by calling 101.

Citizens Advice

You can also find information and support from Citizens Advice at www.citizensadvice.org.uk/consumer/scams/reporting-a-scam/. 

Where can I report an ad offering free Government Services at a cost?

Please report the ad to Trading Standards via Citizens Advice (if in England or Wales), to ConsumerAdvice.scot (if in Scotland) or to Consumerline (if in Northern Ireland).